I’m not sure if John and I decided the 18-inch tall owl decoy to keep squirrels off our deck wasn’t working any longer or we just grew tired of looking at it. No matter, it was going to Goodwill.

I was in the drive-through drop-off donation line at Goodwill unloading the owl from my car when the woman in the car behind me said, “Wow, an owl! Would you mind if I took your owl? I’ll pay you for it.” I looked at her then looked at the owl. Suddenly, I wanted to keep it! Because someone saw value in it, I wanted it too. I quickly came to my senses. I did give it to her and didn’t take any money for it. That experience got me thinking of what motivates people to buy.

We are influenced by others. That’s why we are interested in others’ experience and views. Amazingly, we trust people we don’t even know when we read online reviews.

We are influenced by proof. Facts and data provide analytical rationale for buying decisions.

We are influenced by ease and convenience. We like to save time and energy when we can.

We like to feel our business is appreciated and valued.

How does this apply to your business? Of these four, each buyer has a primary trigger. Identify the client’s motivator and you can best give the client what he or she needs. Here’s a quick cheat sheet.

Buyers who are influenced by others need to hear testimonials and success stories.

Analytical buyers need proof sources.

Easy-of-doing-business people need fast and direct ways to get things done.

People who need to feel valued should hear words that support that during each step of the buying experience.

Take time to assess and identify each of your clients’ buying triggers for greater success in writing and retaining business.

Summer vacation travel may have wrapped up, but don’t let that stop you from continuing to arm-chair travel to interesting places.

I wish I could remember who told me about the terrific travel blog www.thediscoverer.com so I could thank them! The creators write that their blog is to “change the way we discover the world. We wanted to inspire people to explore Earth’s most incredible destinations whether that means grabbing a suitcase and heading out on a new journey or simply reading a story about an exotic location while curled up at home.” In only two years, this blog has 4.5 million subscribers. Each week I am transported to marvelous destinations, see amazing photographs, and learn about our extraordinary world. Here are links to a few of my favorite posts. Enjoy!

If you’ve noticed that my business travel schedule has slowed down over the past year, it (happily) has! My phone consulting and coaching practice continues to expand to serve my clients on a more frequent and personal basis.